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Real World Green Creativity:  
National Geographic & Pão de Açúcar"
"Sandra Blum"
President,��Blum & Company ""
"
"Karen Rice Gardiner!
Marketing Manager, Smithsonian Institution"
""
"Marcelo Carnevale"
Creative Director,��Draftfcb ""

Green Creative"
•  “We tell market researchers that we don't mind paying
more for green beneﬁts but only a minority of zealots
ever really will. A campaign that delivers more
widespread green behaviour is going to need to be
cleverer than that.”– Chris Powell, BMP DDB and National Endowment for
Science, Technology and the Arts (NESTA) at WARC QuoteBank/Society"

•  Each creative solution takes us closer to a sustainable
future"
•  Creative process behind solutions valuable asset for our
customers and community"

Green, On Brand, Direct, Effective "

•  Sustainability à primary driver of creative"

•  Sustainability à integrated into creative"

UAE 20 Billion Plastic Bags Per Year"

Agency Leo Burnett, Dubai"
Regional Executive Creative
Directors: Peter Bidenko, Malek
Ghorayeb"
"
Silver Dubai Lynx Direct 2012 
Silver Dubai Lynx Promo 2012 
Bronze Dubai Lynx Direct 2012 
Bronze Dubai Lynx Promo 2012 
Gold MENA Cristal 2012 
Bronze John Caples"

Harvard Business Review 
New Subscriber Direct Mail"

Harvard Business Review Insights"
•  “The demand for creative leaders who know how
to make a difference has never been greater.”��"
•  “How Will You Measure Your Life?” "
–  2 years as daily “Most Popular” magazine article"
•  Big Idea May 2010: The Sustainability
Imperative"

Fortune 100 Brand Sustainability Directives
to Marketing"
•  Partner with sustainability team "
–  Develop messaging platform to communicate sustainability
program, strategic and operating plans"
–  Develop sustainability “credo” and messaging platform for
marketing and thought leadership collateral."
–  Communicate efforts internally and externally to key
stakeholders"
•  Lead conversion to digital marcom "
–  Migrate printed collateral to digital formats"
–  Develop advertising in digital formats"
–  Print on recycled paper and/or sustainably sourced paper"
–  Source digital client-relationship gifts; more meaningful gifts"
–  “Go greener” with gift and event programs; explore virtual shows"

Catalog Challenges"
•  Questioning mailing large “master” or other “big book” catalogs and
testing smaller, targeted books, as well as postcards, coupons and
other tools for customer acquisition and retention; VDP being tested"
•  Thinner vs. Thicker Catalogs: The Hidden Pros and Cons, Dan
Harding, SVP, Strategic Services, Merit Direct "
–  Retention"
–  Product breadth and depth"
–  Image"
–  Response rates, $/book, gross margin percentages, etc."

Thick Catalog Beneﬁts "
Is the beneﬁt of a thick catalog to show more products or to buy a long
response curve? "
•  Sometimes both. Sometimes one or the other."
•  Non-Reference Market: Double the number of pages often gains
30% to 60% more revenue, e.g. 76 pages vs. 148 pages in “big”
book or monthly “most-of-line” catalog"
•  In Reference-Oriented Markets, Double the number of pages, e.g.
150 pages increased to 300 page, revenue per page is often 20%
to 40% higher. The extra pages bought a longer response curve (10
months vs. 10 weeks). "

Study Conclusions"
•  Consider sending/continuing thick catalogs to the best customers
and prospect segments"
•  Consider thin catalogs for segments that are less likely to respond"
•  Consider and test discount offers to prospects in thinner books"
•  Consider page reduction tests if non-reference market"
"
For Reference-Market businesses, the real skill is to
create a catalog that fully cost justiﬁes greater thickness
with higher response, revenue and gross margin $ and
thus obtains image and retention beneﬁts as a bonus."
"

Conversely, when economics, a narrow product line or
other pressures push you to a thinner catalog you are
often giving up these vital things without realizing it."

Green Creative Checklist"
q Client CSR credentials"
q Required messaging"
q What the brand will never do"
q Anti-greenwashing ethics"
q Green creative possibilities"
q Beyond clichés"
q Carbon footprint"
q Paper"
q Printing" Wind turbine powering Hodges Badges

q Standard icons, e.g.,  operations and factory, Portsmouth RI"

“recycle please”"

Transformative Thinking"

Deﬁning sustainability as the union of environmental impact and social
impact and building our intelligence around humanitarian issues��and
issues of climate change"

Creative World"
5 Guidelines for collective and individual ways to take action!
1. Initiate a dialogue about environmental and social impact and
sustainable alternatives with each and every client. "
2. Rework client contracts to favor environmentally and socially
responsible design and work processes. Provide strategic and material
alternatives for sustainable design. "
3. Undertake a program to educate your teams about sustainability and
sustainable design. "
4. Consider your ethical footprint. Understand the environmental impact
of your ﬁrm, and work to measure, manage, and reduce it on an annual
basis. "
5. Advance the understanding of environmental and social issues
from a design perspective by actively contributing to the communal
knowledge base for sustainable design."
The Designers Accord is the global coalition of designers,
educators, and business leaders working together to create positive
environmental and social impact. "

Business World"
World Business Council for Sustainable Development"
•  How can we ensure sustainability is part of the creative
process?"
•  How can we ensure that sustainability considerations are part
of the management of a developmental process?"
•  When and how can external viewpoints enrich the creative
and developmental processes?��"
•  What processes are going to leverage the value of our
intellectual capital?"
www.wbcsd.org"
Resource: Business Impressions from Rio+20: The UN Conference on Sustainable
Development. Final takeaways from negotiated text and for business 
http://www.youtube.com/watch?v=zgTxXdVnY5k&feature=youtu.be"
"

Great (and Green) Direct Mail
Case Studies"
"
Karen Rice Gardiner"
Smithsonian Enterprises"

National Geographic Case 
and more…"
•  “Green”ness in direct marketing"
•  Commitment to Consumer Choice"
•  Please Recycle"
•  LEED certiﬁcation and what it means to
the brand and the workforce"
•  Push vs pull marketing"

National Geographic ethos 
"
“Conservation has been at the
core of National Geographic
throughout its 123-year history.”
"
— National Geographic Society  
President John Fahey"

Messaging"

• Direct mail pieces carry opt outs for
future mail"
• Magazine renewals, email and
catalogs promote green behavior"
• Inherent respect for the
environment and conservation "
"

GoGreen Initiative"

Established Feb 2007:"
“to transform the Society into a leader for global"
conservation, recognized internationally for
leadership in environmental sustainability; to lead
by example and, coupled with editorial efforts,
inﬂuence the behavior of individuals and
organizations within the Society”"

Steering Committee"
•  Carbon"
•  3P (Purchasing, Products, & Packaging)"
•  Buildings"
•  Employee Practices"
•  Cafeteria"
•  Travel"
•  Communications"

Recycling & Composting"

•  Removal of most plastics from the
cafeteria & catering services. Eliminated
the sale of bottled water on campus."
•  Increased recycling – paper, plastic, glass,
metals, buildings supplies, electronics,
furniture, batteries…"
•  Increased composting – food waste &
bathroom paper waste"

the ʻgreenʼ in being green"

•  Natural gas usage down by 10% "
•  Water use down by 21% "
•  Reduction in waste expenses by 23%
(due to recycling and composting) "
•  Reduction in copier paper use "
•  Electricity use down by 16% "

Communication"

Staff written internal Green Page to keep everyone
informed of progress and invite new ideas"

National Geographicʼs staff
community"
Tweets

NG Green Team- authors
columns on tips about
reusing, recycling, energy
savings and other green
practices via employee
newsletter

NGS LEED Certification"
In 2003,  
National Geographicʼs  
headquarters became  
"
- first office building complex in the country to be
certified by the U.S. Green Building Council LEED for
Existing Building program, receiving a Silver rating. In
2009, the Society applied for recertification of its
building complex and was awarded LEED EB Gold
certification."

What did NGS do to earn LEED?"
•  Extensive recycling program in place that includes:"
• " all paper, cardboard, aluminum, glass, plastic bottles,
metals, VHS tapes, shipping peanuts, carpeting,
batteries, cell phones, computer/electronic equipment,
ﬂuorescent lamps/ballasts, acoustical ceiling tiles, used
furnishings, masonry products and landscape waste. "
•  Other activities"
•  "The cafeteriaʼs composting program, which currently
diverts 54 tons of landﬁll waste to compost each year,
was instituted in 2006. Recently, paper towels were
added to the program."

Push vs. Pull marketing"
•  Push media- direct mail, email, mobile
messages, telemarketing"
• " ��A model of media distribution were the
bits of content have to be requested by the
user, e.g. normal use of HTTP��on the
World-Wide Web. "
•  Pull media- websites, social media,
television infomercials"

Active paid search and website optimization Access Intelligence"

Be smart when you mail"
•  Participate in the DMAʼs Commitment to
Consumer Choice"
•  Practice good hygiene (list hygiene that is)"

Notiﬁcation of choice vehicle"

Recognizing that consumers  
have a choice"
• weekly reports of consumer feedback"
• bi-weekly feeds to the marketing database"
• consumers opt out of speciﬁc product
promotions."

where to start?"
1. Turn it off – nights, weekends, and 13. Reuse everything you can – or
during meetings or lunch hours! give it to someone who can!!
2. Rebulb and debulb - switch to CFLs 14. Turn it off – nights, weekends,
and LEDs!
and during meetings or lunch
3. Print double-sided, if you must print!
hours!
4. Use e-printing and scanning when it
makes sense! 15. Use environmentally-friendly
5. Recycle everything you can! office productsSwitch to Green Seal
6. Compost everything you can! certified cleaning products!
7. Hibernate (and shut-off) computers! 16. . Install water flow controls!
17. Install automatic occupancy
8. Teleconference or videoconference !
sensors!
9. Eliminate plastic bottles!
18. Buy wind-power energy!
10. Turn thermostat up in summer / down
in winter! 19. Invest in power strips"
11. Work from home!
12. Support mass transit use!

Summary"
•  An organization with a mission and a
culture"
•  Applying green to direct"
•  Building a workplace that utilizes green
environment"
•  Push vs. pull marketing"
•  Mail opt out"
•  Tips to get started"

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Real World Green Creativity

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